“The whole idea is this: if you really want to be innovative, you have to experiment. If you know the outcome of what you’re going to do, it’s not an experiment. It’s more like a demonstration.”

Amazon’s vice president for global innovation policy and communications, Paul Misener

Introducing this kind of approach to innovation into most organisations takes a fair bit of courage, a shift in mindset about causality and the exercise of a range of somewhat different skills and capabilities.